Analysis Of Latent Market And Study On Production Design In Rural Area Of BinZhou Mobile Corporation

Binzhou mobile company is a subsidiary of the Shandong mobile company and it takes full responsibility for operating and managing the network in the locality. With unceasing expansion, the company has possessed more than one million clients in the market. As an agricultural city, the rural population in Binzhou is over 70%. While for the reason of poor economy and appropriate production scarcity, number of rural clients is few. Binding this feature, in order to expand business in this area, the chief mission of the company at present is how to design production according with the different consumption requirment of rural clients. Based on the Fractionized Marcket theory, the thesis fractionizes the communication demand of rural users by questionnaire survey and statistics analysis. According this method, we have posed the idea of constructing diverse production system in rural area and then designed three products which will push the development of rural business significantly.Firstly, the thesis fractionizes the latent clients market of rural area in four aspects: the basic character, the trade property character, the consumption attribute of communication, the consumption demand of mobile communication. And then, we contrast rural market with city market in these four aspects. Seeing from comparison result, rural clients' choice of carries camp company always depends on economy. So, the fees standard becomes the most valid mean to fight for latent clients.Based on the fractionized market and accurate marketing theory, the idea of constructing diverse production in rural is proposed. The detailed diverse production design is posed based on communication demand in rural area, service character of rural clients and so on. Several ways of accurate marketing are also given.Finally, three products were designed according to the investigation data and advices of accurate marketing and diverse production design. They are szxjjk, szxzfk, szxctk which are extended recently and have a satisfactory effect. Another way, the comparison of szxzyk, szxtyk with szxjjk, szxzfk, and szxctk is given from product development tendency. The result of comparison shows that szxjjk, szxzfk, szxctk which are based on investigation and market segmentation tally with the communication need of rural clients and will have a satisfactory prospect.